A questioning funnel, often called the funnel technique, is a qualitative interview or survey technique that involves strategically ordering questions from broad and open-ended to more narrow, specific, and sometimes closed-ended questions.
How the Questioning Funnel Works
The funnel approach aims to gently guide respondents towards specific topics while allowing them to initially express themselves freely. This method is particularly useful in exploratory research or when the researcher wants to avoid leading the respondent.
- Broad, Open-Ended Questions: These questions start the conversation and allow the respondent to share their thoughts and experiences in their own words. Examples include: "Tell me about your experience with [product/service/topic]." or "What are your general thoughts on [industry trend]?"
- Gradually Narrowing Questions: As the interview progresses, the questions become more focused. The researcher uses the information gathered from the initial open-ended questions to delve deeper into specific areas of interest. Examples include: "What aspects of [product/service] did you find most challenging?" or "How do you think [trend] will impact your business?"
- Narrow, Closed-Ended Questions: Finally, the interview may conclude with closed-ended questions that require a specific answer (e.g., yes/no, multiple choice). These questions are used to confirm or quantify information gathered earlier. Example: "On a scale of 1 to 5, how satisfied are you with [feature]?" or "Do you agree or disagree with [statement]?"
Benefits of Using a Questioning Funnel
- Reduces Bias: By starting with broad questions, the funnel technique minimizes the risk of leading the respondent or influencing their answers.
- Encourages Detailed Responses: Open-ended questions encourage respondents to provide rich and detailed answers, offering valuable insights.
- Builds Rapport: The gradual progression of the questioning funnel allows the researcher to build rapport with the respondent, creating a more comfortable and open environment.
- Identifies Key Areas: The funnel technique helps identify key areas of interest for further exploration.
Example of a Questioning Funnel in Market Research
Imagine a company is researching customer satisfaction with a new mobile app:
- Broad Question: "Tell me about your overall experience using our new mobile app."
- Narrowing Question: "What are some specific features you particularly liked or disliked about the app?"
- More Specific Question: "Could you elaborate on what you found challenging about the navigation within the app?"
- Closed-Ended Question: "On a scale of 1 to 5, how satisfied are you with the app's overall user interface?"
By using this funnel approach, the researcher gains a comprehensive understanding of the customer's experience, from general impressions to specific issues.
